UPSCALE AND LUXURY HOTELS IN ROMANIA FACING DIGITAL ADVOCACY: SUCCESS OR FAILURE?
DOI:
https://doi.org/10.24193/subbnegotia.2018.2.02Keywords:
Millennials, Hospitality, Technology, Communication, Social Media, Digital Marketing, Online Presence, Demand Management Strategy, IT&C Readiness, Tourism Competitiveness, International Affiliation, International Hotel Chains/Groups, Independent Hotels.Abstract
Digital marketing is rapidly changing the current state of the hospitality industry, starting from how services and information are provided, communication and interaction with the customer is done, to the incentives that persuade customers to purchase. These challenges could not have been foreseen at the beginning of the Millennium. Not only the concept ‘digital marketing’ became commonplace but businesses that implemented digital strategies have become highly sought after by customers and praised by the media. This paper aims at analyzing the digital means and information tools used by 4 and 5-star hotels in Romania to promote themselves online, as they are supposed to have the financial funds to be early adopters of technology, how the customers actually see these hospitality businesses and the hotels’ online presence and activity impact on their prevailed rates.
JEL Classification: L83, Q01, Z32.
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